How to get your festive comms right (without leaving it to the last minute)
The festive season creeps up quickly. One minute it’s autumn leaves, the next you’re surrounded by tinsel and wondering why you didn’t start your Christmas comms earlier.
Whether you’re a charity hoping to make the most of seasonal generosity, or a small business looking to boost end-of-year sales, December is noisy. The organisations that cut through are the ones who’ve planned ahead, and thought carefully about tone, timing, and inclusivity.
Here are five things to keep in mind:
1. Timing is everything
By November, your audience is already seeing festive messaging from all sides. That doesn’t mean you have to jump in too early - but it does mean you need a clear plan. Think in phases: teaser content, your main push, and a final reminder before the holidays (or year-end). Planning now avoids panic later.
2. Keep the brand consistent
It’s tempting to go all-in on snowflakes and Santa hats. But don’t lose your brand identity in the process. Keep your tone of voice, colours, and messaging consistent, and layer seasonal elements on top. That way, your audience still recognises you, even when you’re being festive.
3. Be inclusive with your language
Not everyone celebrates Christmas - and it’s worth acknowledging that. You can still join the festive season without isolating people. Words like “festive” or “end of year” can work just as well, and your messaging can focus on themes like generosity, reflection, or community. If you do talk about Christmas directly, balance it with inclusive phrasing so everyone feels welcome.
4. Plan for multiple channels
Your audience won’t all see the same content. A post on Instagram, an email update, and a website banner might reach completely different people — and together they reinforce your campaign. Map out which channels you’ll use and adapt your content for each one. Think: a short Reel, a warm email, a homepage takeover.
5. Think human
Christmas is emotional. For many, it’s joyful; for others, it’s difficult. The most effective festive comms tap into real feelings - whether that’s connection, generosity, nostalgia, or even the relief of the year coming to an end. Don’t just push a product or donation ask. Share stories, show people the difference they make, and connect on a human level.
Festive comms don’t need to be complicated - but they do need to be thoughtful.
Start now, keep your brand consistent, acknowledge different experiences, and plan across channels. Your future December self (and your audience) will thank you.
